We rely on the internet more than ever to search for products and businesses. However, this has led to some decline in credibility and trust. Are online reviews still trustworthy, or can they be misleading?
In the early 2000s, Yelp was launched, bringing local business reviews into the mainstream. Shortly after, Amazon introduced customer reviews, which fundamentally changed how shoppers made decisions and how they were influenced over time.
A decade later, Google and Facebook introduced their review systems, which exacerbated the issues related to review manipulation due to poor verification processes and the ability for users to create multiple accounts. As a result, Yelp and Amazon faced challenges with “hire-a-reviewer” scams that flooded the platforms with positive reviews. While they tried to combat this by making such practices illegal, fake 5-star reviews became increasingly common on Yelp. Naturally, where there is money to be made, some people will seek to manipulate any system for their advantage.
-Understanding the psychological marketing strategies behind reviews.
Marketing revolves around convincing consumers to buy products through various selling strategies, and reviews play a significant role in this process. We often look to others for guidance in our purchasing decisions. We tend to rely on the experiences of others to avoid potential mistakes, which underscores the power of reviews.
Our brains are wired to conserve energy, leading us to accept information without questioning its accuracy. In today’s world of endless scrolling on our phones, this issue is exacerbated. Our attention spans have diminished significantly, making the number of stars on reviews a key factor in our decision-making process.
-Do we need reviews, or are they unnecessary?
Review systems are predominant in two areas: online product reviews and local businesses.
In the local businesses, reviews can make a difference between getting a lot of business or getting crushed by competitors. We have worked with many local businesses in our metropolitan area and have seen cases where good reviews on platforms like Google Local make a positive impact. However, a single bad review can seriously harm a business.
Or a new business added in Yelp, where a competitor sneaks in a bad review to get it off the close competitor businesses in the area.
In the other area of product reviews online, the manipulation of reviews is evident in many cases, such as receiving free products in exchange for a positive review.
Or when powerful companies sue ordinary people who only want to express their frustration about specific products, it has created commercial bullying and silence around the world regarding some products.
The question lies in the need for reviews to be as important as fair opinions, and giving less priority to them to determine if some product or service is good or not, because in the end of the day, a review should be just a personal opinion and not a definite interpretation of something good or bad.
-What can be done as a business?
Reviews are slowly evolving for consumers and businesses. Shoppers are smarter these days; in some cases, customers tend to read and focus on the bad reviews, which create more value. This is a tendency that many companies are scared of, because they can’t create artificial values on their products after a bad review. Additionally, some reviews are not even valid because they only discuss shipping costs or bad service by the platform itself, such as on Amazon, rather than the specific product they just bought.
There, we need to highlight the necessity to adapt to the changing consumer landscape. This landscape is characterized by increasingly savvy and discerning consumers who are not easily swayed by marketing tactics or fake reviews. Customers are more likely to trust businesses that respond to feedback, both positive and negative. In this context, we underscore the importance of focusing on constructive feedback that adds value wherever there is a positive or negative review.
-The bulletproof techniques for any business that will thrive in any situation.
Creating a safe network against reviews is not just a precaution; it’s a strategy. It can help businesses protect their reputation and maintain their credibility.
Going against reviews on Yelp, Google, Amazon, and other sites is a challenging task. Even though there have been some success stories, as long as your business or services are on their platform, you will play by their rules.
First, a recognized brand has more value than reviews
The name of your business or products is the brand that you need to focus on.
Sometimes we tend to forget the enormous value that it represents, and the care and priority that we need to give as one.
So treat your brand name as the one it deserves, surround it with the right tools to counteract negative reviews.
-Take care of your real customers, and give them the priority they deserve. We know this is hard for small businesses, because customer service requires resources, someone needs to answer emails, or answer questions, but they are as essential as any other part of the business. Ignoring them or simply not listening to their experience will create a toxic relationship that will reflect in your brand. But when you invest in authentic customer relationships, you’re not just managing your reputation; you’re building a loyal customer base, where each customer feels valued by the business.
-Be your own brand ambassador; no one will represent the brand better than you. Create a presence either on social media or locally, where people get to know you, your brand, and what you offer. By being the face of your brand, you can build trust and influence how your business is perceived. This is a powerful strategy that can help you counter the impact of reviews. Remember, you have the power to shape your brand’s narrative, and your influence as the business owner is unparalleled.
-Create the content that people will see from the owner or creator.
If you look at YouTube, many business owners are sharing their experiences and knowledge about their businesses.
This has become one of the most powerful tools against reviews.
If you remember when we talked about the psychology in marketing, seeing a familiar face helps businesses to sell, because as humans, we tend to trust people that we know or have seen before, either in person or on video.
-Make sure your brand has been seen many times. If you have ever heard about it, you need to know a product or a brand at least seven times to make a purchase. There is a lot of truth about it. So when you want to create more credibility, it is essential to make your people hear or see about your brand as many times as possible.
We’ve been working with small businesses for years and have heard their experiences and frustrations about reviews. We hope that this article helps them to create leverage and thrive in the years to come, doing business locally and online.
